Press Releases

According to the 2004 National Survey of Scrapbooking in America:
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• More than 26.3 million US households (25%) participate in scrapbooking annually
• $2.5 billion industry (27.75% increase over 2001)

Primary motivation to scrapbook is to preserve family memories.
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> Women scrapbookers choose scrapbooking to preserve family memories because it is a productive, creative outlet.
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> Segment demographic includes women, generally 30-50 years old:
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• 60% have household incomes greater than $55K
• 60+% are married with children
• On average scrapbookers spend 2.78 hours/week scrapbooking
• Nearly half work full-time

Most popular things to scrapbook:
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• Family life
• Birthdays
• Holidays
• Vacations

Growth areas:
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• Gift albums, 14% increase since 2001 (39% of scrapbookers make gift albums)
• Card making (86% of scrapbookers are card makers)

Impediments to market growth?
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• 72% of the population says biggest obstacle to scrapbooking is not enough time

Newest Trends
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> Digital
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• 73% uses digital cameras (151% increase over 2001)
• 65% have photo-ready printers

Online
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• 72% shop for scrapbooking supplies online (125% increase since 2001)

55+% of the scrapbooking population consider themselves Novice (17%) or Intermediate (40%) from a skills perspective
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> This same group gets the vast majority of their scrapbooking information from TV.
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> ***All data is from the Creating Keepsakes 2004 National Survey of Scrapbook